EType wins video ad deal for Videoegg's websites

Online sales house eType has won the contract to sell video advertising on the Videoegg network, a portfolio of websites including social networking sites Bebo, Piczo and Hi-5.

EType estimates the deal will be worth £4m a year in advertising
revenue and claimed to have the UK's largest video ad network as a
result.

The video advertising win for eType will be a boost for the firm, as it
has lost the account to sell advertising on Google-owned video clip site
YouTube.

Last year, eType won the account to represent YouTube in the UK, but the
contract was signed just weeks before the Google acquisition of YouTube.
That six-month deal has now come to a close and Google will be handling
all sales in the UK in-house.

The Eggnetwork, as Videoegg's advertising specialist division is called,
is embedded in more than 60 websites.

Instead of using pre-roll advertising on videos, the network uses
transparent in-video and post-roll creative executions.

The in-video ad is a strip along the bottom of the video clip. When the
strip is clicked, the stream pauses.

Managing director Rob Gay said: "Other video networks focus on pre-roll
formats, but we've found that these ads often annoy users because they
delay the video."

He added that an in-video ad was five times more likely to be clicked
than a standard banner ad.

Advertisers who have used the Egg network so far include Lucozade, EA
Games, Universal, Lynx, L'Oreal, Dell, Nintendo, Fox, Kimberly-Clark and
Unilever.

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